Case study · Quote & booking site
Underline Undercoating website: their word, not the trade’s.
A family-owned rust proofing and undercoating shop in Port Huron, with posted prices, photo quotes and fleet pages.
Underline Undercoating protects cars, trucks and trailers from Michigan road salt. The shop calls the service undercoating; many customers search for rust proofing instead. The site had to be found under both words, give a price without a phone call, and open the door to fleet and trailer work.
Visit the live siteWhat we built for Underline Undercoating, and why
Posted prices by vehicle size
A car, a truck and a van cost different amounts, and the site says so up front, so a customer can decide before they call.
Photo-based quote requests
For anything unusual, a customer sends photos from their phone and gets a quote back, saving them a drive and the shop a walk-around.
A before-and-after gallery from the shop floor
Real photos of real vehicles, because in rust proofing the proof is what the underside looks like afterwards.
Fleet and trailer pages
Commercial fleets and trailer owners ask different questions, so each has a page that answers them and a quote path of its own.
How the Underline Undercoating website was built
We researched the customer’s vocabulary
Pages are written in the words customers type, rust proofing, rustproofing and undercoating, with the shop’s own term alongside, so every version lands on the right page.
The shop is found under the words customers use.
One page per intent, not per town
Each service and each customer type has its own page. Port Huron and the Thumb are named where they matter, never stuffed into headings.
Every visitor lands on a page about their vehicle.
Prices that pre-qualify
Posting prices by vehicle size filters out shoppers who were never going to book and lets the right customers book without a call.
The phone rings with ready customers.
A path for commercial work
Fleet and trailer pages give businesses their own way in, with the volume questions they ask answered on the page.
Commercial accounts have a door of their own.